Redhook Brewery’s Newest ‘Bro’

Chris Furnari

Jul. 16, 2013 at 4:02 PM

Craft Brew Alliance (CBA) — which produces and markets the Redhook, Kona, Widmer Brothers and Omission Beer brands — today announced a new partnership with theCHIVE.com, a popular entertainment website known for featuring salacious photo galleries of scantily-clad women and humorous viral videos.

Redhook has collaborated with the website on the new ‘KCCO Black Lager,’ a 5.1 percent ABV German Schwarzbier named after theCHIVE’s abbreviated motto and popular internet hashtag “Keep CALM and CHIVE on (KCCO).” The beer will initially roll out in New York, Boston, Washington DC, Chicago, Dallas, Austin, Seattle, San Francisco, and Los Angeles markets next month, before next before going nationwide.

The CHIVE partnership is the latest mainstream marketing initiative that CBA has deployed with the Redhook label over the last two years.

“With over 20 million unique visitors per month, The Chive is a rich opportunity to connect with new Redhook drinkers,” wrote brand manager Karmen Olson in a company-wide email.

In May, Redhook announced a partnership with Buffalo Wild Wings to create a new, draft-only beer called Game Changer, which launched last week. In January, the company extended a partnership with The Dan Patrick Show, launching Audible Ale before Super Bowl XLVII. And just last week, Redhook announced the release of “Joint Effort,” a collaboration with Seattle-based Hilliard’s Beer that celebrates the legalization of marijuana in Washington State.